An analysis of voters perception of visual advertisements with respect to neuromarketing approach
| Autor: | Yener Girisken, Ahmed Al-Burai, Sebnem Burnaz |
|---|---|
| Rok vydání: | 2018 |
| Předmět: |
media_common.quotation_subject
05 social sciences Neuromarketing Logo Advertising 050105 experimental psychology Social Perception 0502 economics and business Eye tracking 050211 marketing 0501 psychology and cognitive sciences Political advertising eye tracking logo claim photo Psychology Sosyal Political advertising media_common |
| Zdroj: | Volume: 7, Issue: 3 237-258 Journal of Business Economics and Finance |
| ISSN: | 2146-7943 |
| DOI: | 10.17261/pressacademia.2018.953 |
| Popis: | Purpose-The study aims to offer better understanding of individuals’ perceptions interm of their eye gazes and fixations toward printed advertisements’ design inpolitical marketing context. It is targeted to investigate both ‘focusselection’ -what the voter chooses to gaze at- and ‘focus engagement’ -the timea voter spends gazing at the components of the advertisement-. Methodology-The study uses eye-tracking techniques in gaze plots’ measurement as novelmethods that may radically change tendencies in the political advertising fieldmainly when designing the logo, claim, and photo of printed advertisements.Findings-The findings highlight that voters havesignificant difference in their visual attention on areas of interests (AOI) asclaim, logo, and photo of the printed political advertisements based on theirgender.Conclusion- The participantshave a clear tendency to quickly gaze at the claim of the visual stimuli, thenat the photo of the leader and lastly to the logo of the party. Also, it isfound that the participants have a tendency to focus their gazes at the claimof the visual stimuli more than the photo and logo. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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